Great Circle Coffee
Great Circle came to market with the goal of leading the burgeoning craft coffee industry. Pilot kicked it into “high test” territory.
After leaving their jobs in the banking industry to start a coffee roastery, Great Circle Owners Sergio Boppel and Marcelo Urjel needed to build a brand that could live up to the quality of their product and the mission of their company.
Our team strategically set out to build their brand from the foundation up. We listened wholeheartedly to their story and helped them refine their message into a concise mission statement. Through imagining their brand as a person, five key attributes were identified that defined their vision for the company. These five brand pillars, mission statement and brand story allowed us to brainstorm optimal names for their company. Our options needed to be memorable, yet more importantly, reflective of the brand and the story.
The name Great Circle quickly rose to the top. It spoke directly to their “high tide lifts all boats” philosophy, while also being a geographical reference to the earth’s equator and coffee belt that parallels it. It was a natural fit. The tagline “Roasted with Care” enforced their mission statement while also bringing context to them as a roastery.